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ShopTalk Award: Best Event or Activity

Posted On - 22/04/2014 09:45:09

What is the Best Event or Activity Award?

An Open Day is a great event: here CRADLEY MP Margot James plays a computer game at Colley Gate ComputersThis award highlights how businesses – both B2B and B2C - have used events or activities to promote themselves and get closer to customers in the process.

As well as Marketing or Media Coverage, events and activities present businesses with a really important alternative. They carry distinct advantages over traditional marketing giving prospects an experience of the business, without having to make an actual enquiry.

They're especially relevant for attracting new business perhaps uncertain or unused to using a small niche specialist supplier. Our Open Day website will be live and accepting nominations from mid-May. Consider how you could enter Best Event or Activity. You could be the winner.

What kinds of events or activities would count?

Airedale Computers celebrates 10 years trading with an Open DayThe Award covers all types of occasions such as open days, demonstrations, talks/ seminars/ workshops, staging of surveys and involvement in good causes.

This Award also includes pre-recorded events or activities such as YouTube product demonstrations and training podcasts.

Essentially, if you can create something where customers and you talk, mingle and get to know each other better, you've something to enter for the award. Formal event, informal events, it all counts. And if you can record it in some way too, so much the better.

'Best Event or Activity' is distinct from ‘Best Media Coverage' in that this award relates to the event or activity itself rather than the media coverage arising from it.

Why are events or activities special?

Product demonstrations: a HUGELY powerful way of sellingAll your written marketing suffers the same problem - YOU wrote it. YOU crafted the copy and YOU created a design to best ‘sell' what you wanted it to. At any point did you not 'big-up' how good what you're promoting is? Say it was good but average in the great scheme of things? Not top of range but good for most people? It's not whether you're a little dishonest or not that matters, it's that people are suspicious.

People know you want to sell. A recent study found 95% of people don't believe advertising with over 60% believing "companies are only interested in selling products and services to me, not necessarily the ones that are right for me."

Don't take this personally; it's just the way things are – other's poor service has burnt their fingers. But if you promote in person and in a way that doesn't involve selling, you've the best chance of proving you can be trusted. What's more you'll learn more about prospects and get ‘closer' to them. These things are gold-dust. And that's what this Award is all about.

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